A plan doesn’t move the number.We build your strategy and run it together.
Commercial strategy and market entry. I come in, help you build it, and stay to run it with you for as long as you need me. Fifteen years doing that for global laboratories across seven countries. Today for business owners and companies in Mexico and the United States: as Operating Partner, by fraction, or by project.
45 minutes. No deck, no generic proposal.
Which one is you?
The owner who’s building
If this sounds familiar
- You compete on price because nobody built the brand or the position to hold it.
- You grow on relationships and momentum, not on a way of selling you can repeat and measure.
- There’s a big decision you’ve been putting off for months, because there’s no one to think it through with.
How I help
I build the strategy and stay to execute it with you. You don’t need a marketing department for this.
The company entering the market
If this sounds familiar
- You have the product, the brand and the team. You don’t have the channel, the regulatory path or the people who open doors.
- Distributors are courting you with big promises, and nobody on your side knows that market from the inside.
- The launch is being planned from the outside, without anyone who has carried that number over there.
How I help
I’ve done it across all seven Central American markets and in Mexico, from the lab’s side and from the licensee’s side.
The leader who rents the expertise
If this sounds familiar
- You need sales and marketing to work, and there’s no one to run them.
- A full-time director is more than the business can carry. The agency is expensive and doesn’t understand what you do.
- You have one specific thing on your hands —an account, a launch, a price— that needs senior judgment for a few weeks, not forever.
How I help
I come in as the commercial and marketing head, fractional or by project. I direct; the team executes.
Who you’re dealing with
- 7 markets Restylane and Cetaphil — launched across all 7 Central American markets
- Top-10 in 24 months Yvoire — top-10 hyaluronic-acid brand in Mexico within 24 months
- +30 brands repositioned Full dermatology and cosmetics portfolios — not one-offs
- 15+ years 15+ years owning the P&L
Galderma · Merz · Eli Lilly · LG Chem · Sinclair
Where we start
Three ways in. The same head in all three.
One session
- Half a day on your business — Bring whatever you have: numbers, doubts, the decision you keep postponing. Four hours, you and whoever you want in the room.
- Two hours on the plan you already wrote — I tell you what’s missing and what won’t hold, before you execute.
One project
- Your whole business, read — three weeks. A written diagnosis with the three decisions that move the result most, and the plan.
- Your price and your position — who you actually compete against, why they pick you, and what to charge.
- How your team sells — who, how, at what price, through which channel. With quotas and a calendar.
- Your entry into Mexico or Latin America — regulatory path, channel, distributors, key opinion leaders, calendar, budget.
- Your launch — positioning, clinical education, activation. Until the product is in the channel.
- The opportunity you were offered — a license, a distribution deal, an acquisition. Yes or no, with conditions.
- Your plan for the partner or the bank — You write it with your numbers; I structure it and argue it with you until it holds up to questions.
Inside your business
- Fixed days a month — scheduled days, by the quarter. The quarter’s plan, the team directed, one session a month with you.
- Operating Partner — three months minimum. I sit with you and execute until things happen.
- One meeting a month to decide — the big decisions, with minutes and agreements.
If yours isn’t here, I’ll tell you on the first call.
Price is defended with brand, not with discount
How I read a business
These are the first six questions I ask. The answers are almost never where the owner thinks they are.
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The price almost always got set by adding up costs, not by measuring value. Your client is buying a result and you’re charging them for a list of materials.
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If you didn’t decide it, your cheapest competitor did. You’re playing on a field somebody else picked.
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When most of it comes in through your own relationships, you don’t have a commercial engine: you have a calendar.
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The one you keep postponing isn’t the hard one. It’s the one you have no one to think through with. And it’s usually the one that moves the number most.
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If the answer is nobody, you didn’t build a product that sells. You built one that you sell. That doesn’t scale and it can’t be handed over.
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Operating is urgent and deciding never is. That’s why the week fills itself with the first, and the business moves at the pace of the second.
Those six are where every conversation with me starts.
Let’s talk
We start with 45 minutes, no cost. You tell me where you are and I tell you what I see, what I’d do first, and whether I’m the right person. If I’m not, I’ll tell you who is.
Prefer email? aherrejonus@gmail.com
Thank you.
Your message is in — I’ll be in touch shortly.